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In influence 8 (Repeat Purchase), two factors were extracted in each consumer product. There is a good fit since RPS01 and RPS03 loads onto factor 1 and RPS02 and RPS04 loads onto factor 1 in toothpaste, coffee and bread. RPS05 strongly dually loads onto both factors. In the case of toothpaste, it loads onto factor 2 while with coffee and bread it loads onto factor 1.
The Pearson correlation coefficients show that a very high correlation exists (>0.990) between all three the influences identified. The three products can certainly be treated as a single entity.
The KMO measure yielded factors above .600 falling in the mediocre range signifying that factor analysis should yield distinct and reliable factors. The Bartletts test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets is below the recommended 0.7 signifying that the data may not be suitable for subsequent analytical scrutiny.
TABLE 10: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR BRAND AFFECT Influence 9
Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.700 .000 .808
Brand Affect (BAF) Toothpaste
.834 .883 .835 72%
Component Matrix Coffee .826 .878 .827 71%
0.999
0.977 .695
.000 .796
0.979
.699 .000 .808
In influence 9 (Brand Affect), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.970) between all three the influences identified. The variance explained for all three products are almost identical. The three products can certainly be treated as a single entity.
The KMO measure yielded factors above 0.790 falling in the good range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets equals and exceeds 0.790 and is thus sufficient for subsequent analytical scrutiny.
TABLE 11: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR BRAND RELEVANCE Influence 10